Chart of the week

Accessing corporate websites – the convergence of desktop and mobile

Occasional feature highlighting useful data for corporate digital communication

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Changes in device usage 2013-2017
Source: Device by year, Bowen Craggs Google Analytics Benchark 2017*

Bowen Craggs has tracked device usage on corporate websites since 2013, through its Google Analytics Benchmark. Desktop access has fallen steadily through that five-year period, from 93 per cent to 71 per cent; while mobile access has grown, from 4 per cent to 25 per cent. During the same period, tablet access has stalled at under 5 per cent.

It will be interesting to see if the convergence of desktop and mobile continues. Corporate sites are easier to use on a big screen, so we think it is unlikely to converge completely. However, if mobile navigation continues to improve, and desktop navigation fails to, all bets could off. The screen size of smartphones is a factor too. Some are as big as a small tablet, and even a standard iPhone screen is so big it is fairly easy to read a non-responsive site on it.

*The 2017 benchmark covers the period between May 2016 and April 2017, collecting Google Analytics data from 24 corporate websites from a variety of sectors, and representing a range of activity. The busiest site had 37 million visits per year; the quietist 530,000, and an average of 7 million.